Dysemevas Opens To Public From Nov 11 To Dec 21

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9th October 2008, 04:07pm - Views: 826





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DYSEMEVAS Opens to Public from Nov 11 to Dec 21


MEDIA RELEASE PR32153


HONG KONG, Oct. 9 /Xinhua-PRNewswire-AsiaNet/ --




    From November 11 to December 21, 2008, DYSEMEVAS, a fashion pop-up concept

store featuring Chinese designers will be open to the public.  Both Hong Kong's first

pop-up retail shop as well as the first time Chinese fashion designers will have been

presented in this manner, DYSEMEVAS aims to redefine the way Chinese fashion and

culture is understood today.  The shop will be opened with an adjacent pop-up

playroom, where guests will be invited to drop in for a themed cocktail or for one of the

series of related happenings that will be hosted in the space.  


    DYSEMEVAS will feature ten of the top designers in Hong Kong and China.  The

designers were chosen on the basis of their relevance and their work.  Each designer

presents a unique point of view, representing a different set of constituents and thus

telling a different set of stories. Featured designers include Qiu Hao (Shanghai), Zhang

Da (Beijing), Yang Du (Dalian & London), Daydream Nation (Hong Kong), Winnie Lui

(Hong Kong), Rock Candy (Hong Kong), The Year Of (Hong Kong), Ji Ji (Shanghai),

Zhao Bandi's Bandi Panda (Beijing) and Lin Jing (Beijing).  


    With featured designers and works changing from week to week, the shop will

change its perspective and theme to best feature the works and to ensure an engaging

retail environment and a compelling narrative.  The two-storey space and adjacent bar

will be designed by Mathias Woo of Zuni Icosahedron (Hong Kong).  Woo is a noted

playwright, director, architectural and cultural critic, and set designer. 


    The concept behind DYSEMEVAS came about after its founder, Dee Poon, recognized

the clear lack of a platform for the showcasing of these talents.  Sick of the traditional

notions of Chinese fashion (design) and bored with the business driven local fashion

scene, Dee embarked on this journey to create a space to engage people with these

new faces and their works.  It might be said that the project took on a life of its own

during the process.  The final product places pieces that span from luxe to street and

from intellectual to commercial side-by-side to create a dialogue.  DYSEMEVAS can be

considered to be a snapshot of the current landscape through a set of conversations

between the representatives of various constituents.


    The identity for DYSEMEVAS was created by Liu Zhi Zhi of MEWE Collective (Beijing). 

The logo was created without a brief, intended, as with the other featured artists, to

ensure that the designer was given the space to create something of his or her own. 

And yet the final outcome clearly indicates the directionality of the concept as well as

the ideas of change and play that DYSEMEVAS hopes to drive.  Refusing the follow

traditional fashion iconography, the DYSEMEVAS identity, as with its concept, stands in a

space of its own.


    DYSEMEVAS launches in Hong Kong at 256 Hollywood Road and will travel in 2009 to

other cities, starting with Beijing in the spring.  In each reincarnation it will morph with

the talent and the times but will retain its focus on relevance, dialogue, and creativity.  


    DYSEMEVAS Store Address: 256 Hollywood Road, Sheung Wan, HK.


    For press inquiries, please contact:

     

     Nancy Fung

     Tel:   +852-9613-7297

     Email: fungynancy@gmail.com 


SOURCE  Esquel Group







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